最 低 价：￥21.40
定 价：￥28.00
作 者：怀特/Michael D. White/(美国)(White.M.D.)怀特/(美)怀特(White M.D) ；杨伶俐 导读 著
出 版 社：上海外语教育出版社
出版时间：2009-01
I S B N：754461114
| 姓名：怀特著 作者简介： 作品：《国际营销失误案例解读》《彼岸视点》《形式的内容:叙事话语与历史再现》 姓名：Michael D. White著 作者简介： 作品：《国际营销失误案例解读》 姓名：(美国)(White.M.D.)怀特著 作者简介： 作品：《国际营销失误案例解读》 姓名：(美)怀特(White M.D) ；杨伶俐 导读著 作者简介： 作品：《国际营销失误案例解读》 |
| nothing to joke about source perrier's global withdrawal of its product was the first of its kind that didn't involve the malicious tampering of a product. only a few years earlier, johnson & johnson bad been forced twice to order a worldwide recall of its tylenol pain reliever medication after some capsules had been deliberately laced with cyanide. but the contrasts between the two incidents "made all the difference," said stephen greyser, a professor at harvard business school in cambridge, massachusetts. the key issue was that source perrier's problem "was of its own making. in that sort of situation, consumers are a lot less forgiving, and second, the tylenol incidents resulted in eight deaths, while perrier's posed no real health threat." greyser said that, to a drinker of pettier water who didn't read the newspapers, watch television, or listen to the radio, "perrier's response to the crisis would have seemed perfect. it withdrew the product swiftly, cleared up the problem, 更多 |
| chapter 1: the why of international marketing blunders chapter 2: language and translation blunders chapter 3: product and service blunders chapter 4: distribution blunders chapter 5: advertising blunders chapter 6: japan: a world unto itself chapter 7: internal“international” blunders chapter 8: applying the lessons learned chapter 9: the (almost) blunder-proof international marketing plan chapter 10: glossary chapter 11: resources 更多 |
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